News

Mall inks innovative sponsorship deal

Visa Canada and the Toronto Star are the first to tap into an innovative sponsorship arrangement with Vaughan Mills shopping centre, just north of Toronto. The centre is divided into six ‘neighbourhoods’ and the two companies are each official sponsor of one of them: Visa has Fashion while the Star chose Small Towns. The shopping centre is seeking four more sponsors for the remaining neighbourhoods.

The program allows advertisers to choose the section that best fits their target market. The upscale stores in Fashion fit well with Visa, while the Star felt the local retailers in Small Towns would best appeal to its readers. Both get a captive audience by offering high visibility signage placement and promotions. Visa will be leveraging its sponsorship through a contest running at Vaughan Mills from March 12 to April 10. ‘Spin to Win’ will feature prizes and discounts for participants who spin the prize wheel.

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BBM Media Snapshot: Playboy readers in Canada

Playboy is read by nearly half a million – mostly male – Canadians each month
– 475,000 Canadians read a Playboy magazine in the past month.
Playboy readers are young, 53% of them are between the ages of 18 to 34 years old.
– They are overwhelmingly male – 79%.
– 40% have a yearly household income of $60,000 or more.
Playboy is most popular in the Prairie region where 3% read the publication in the past month. Other regions are average in readership, except Quebec which has few Playboy readers.
– Aside from Playboy, the top four magazine choices by genre of this group are: entertainment and music (68% reading in past month), men’s magazines (56%), sports and recreation (50%), and news and current affairs (44%)
Playboy readers are three times as likely as the average Canadian to drive a pickup truck.
– In terms of yesterday exposure, the top four media choices for Playboy readers are: TV (97%), radio (91%), daily papers (62%) and the Internet (61%).

Source: BBM RTS Canada Fall ’03 / Spring ’04
The preceding information is from BBM RTS, a syndicated consumer-media survey of over 55,000 Canadians, conducted twice a year by BBM Canada. For more information contact Craig Dorning of BBM Canada: cdorning@bbm.ca.

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Rogers adds Treehouse On-Demand to the menu

Treehouse TV, the specialty network for preschoolers aged six and under, is now available as part of Rogers Cable’s On-Demand services.
Parents can pick and choose from a roster top-rated shows for tots such as Nelvana’s Max & Ruby, Timothy Goes to School, Little Bear, Babar, The Berenstain Bears and Corduroy Bear. Because preschoolers like to watch their favourite shows again and again, they can play, pause, stop, forward or replay the program as often as they want using the remote control.

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CH explores risk management on new series Eyes

CH is set to air Eyes, a new 13-episode hour-long drama. Eyes, stars Tim Daly and is set in the high tech, high stakes world of a risk management firm filled with agents that will do anything it takes to solve cases. The series will premiere on CH Hamilton, CH Vancouver Island and CH Montreal Wednesday, March 30 at 10 p.m.

News

Cor! It’s a Corrie blast

CBC is going Coronation Street mad with a 10-week blitz beginning April 4. The show will run two times per night, 7 p.m. to 8 p.m., Mondays through Wednesdays and Fridays. Mothercorp will also air the previous week’s eps of the popular 44-year-old British soap on Sundays 8 a.m. to noon., except for Sunday April 10 when the telecast is 6 a.m. to 10 a.m.

For those getting a tad tired of the double dose of the Rovers regulars (if that’s possible), the show will return to its usual time-slot of 7:30 p.m. on June 13.

News

Life on a Stick premieres on CTV

CTV offers up a new sitcom for the family, premised on high school grads who don’t know what’s next in their lives. Life on a Stick follows two life-long friends as they journey down that road together (to a job at the local mall food court) in this 13-episode half-hour series premiering Wednesday, March 23 at 9:30 p.m. Victor Fresco, the writer/producer that brought you Andy Richter Controls the Universe, is behind this co-viewing hopeful.

News

TSN airs mega-hockey event

Sponsored by WestJet, Laker Beer, BMO and CCM, the biggest outdoor hockey game for charity, Our Game to Give, will showcase the talents of over 30 sports personalities as they hit the ice at Hamilton’s Ivor Wynne Stadium.
The game will be broadcast by TSN live on Saturday, April 2 at 7 p.m. and will feature the talents of Mats Sundin, Doug Gilmour, Martin Brodeur and Rob Blake to name a few, as well as Gordie Howe, who will drop the puck. CCM Hockey is showcasing its Reebok hockey line by supplying gear for the hockey glitterati playing the charity event. Proceeds from the game will go to the Canadian Red Cross’ Disaster Relief Fund and Camp Trillium, a camp for children with cancer.

News

Comedy Net unplugs

Popcultured With Elvira Kurt aims to put a new spin on entertainment news programming. From Monday to Thursday, at 10 p.m. for a half-hour per night, Kurt will tell it the way that she sees it, bringing her award-winning comedic views to the world of pop culture reporting. This Comedy Network original series will poke fun at our culture’s mass obsession with celebrities, with Kurt portraying an entertainment news host who has snapped and cannot tell a lie.

News

Halifax subs for Vatican in CHUM’s Conclave

The Conclave, an ambitious MOW that takes place in Rome in 1458 (five years after the fall of Constantinople to Islam), recently wrapped principal photography. The historical drama, written by Paul Donovan, is based on a secret diary kept by Pope Pius II. It focuses on a young Spanish cardinal and future pope who lives in Rome at a time when the Spanish suffered considerable violence at the hands of Romans.
The $4-million movie is a Canadian treaty copro with Germany in association with CHUM. The international cast boasts Coronation Street vet, Peter Guinness as well as several accomplished theatre actors from across Europe. The film should be completed by mid-June and is shot on HD with a possibility that it will be released as a theatrical feature in time to hit the festival circuit. An announcement regarding the film’s television premiere is being postponed until after the project is completed.

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Panousis Joins PHD Canada

Alexandra Panousis is the new VP, client services director at PHD Canada, Toronto. Prior to joining PHD, Panousis was director of business development at St. Joseph Media, responsible for sales development and marketing for Saturday Night magazine. Panousis, whose resume also includes a stint at The National Post as director of brand marketing, was also an account director at Leo Burnett working on campaigns with Coca-Cola, Nintendo and Proctor & Gamble.

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Lok to Gallop

Janet Lok has joined Toronto-based out-of-home company Gallop & Gallop as an account manager. Lok comes from Grassroots Advertising where she was the senior sales and marketing rep.

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NABS West Shindig

March 31
Call Sean Weller (604) 684-1111 ext. 431
The Buffalo Club, Vancouver

This annual event raises money for the National Advertising Benevolent Society, which helps ad industry folks in need.

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PMB Factoid

Percent of teenagers who knit: 4. Over 65’s: 19

News

Sportscasters initiate plan B – but NHL ad dollars go mainly to top scoring prime time

Once the plug was finally pulled on the possibility of even an abbreviated NHL season, sports broadcasters began implementing the final stages of plan B by filling in their spring schedules with replacement players such as racing, basketball, baseball, and junior, international, and vintage hockey.
Media buyers, on the other hand, had their own alternate plans – and they didn’t call for pumping NHL dollars back into other sports programming. While the money pretty much remained with television, it was diverted away from sports and into top-rated prime time shows.

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Max Trax scores trifecta of media partners

Max Trax, the Corus-owned digital music service available through cable providers, has teamed up with YTV’s Hit List, Corus Radio and Moontaxi to develop three new initiatives, just in time for Canadian Music Week (for which Max Trax and Corus are the official sponsors).
Max Trax Hit List will become a new digital music channel, incorporating the YTV’s Hit List one-hour formula into a full day’s worth of programming. Among the partnership’s benefits for the two sides are cross-promotional on-air segments, contests and web links.
The Max Trax/Corus Radio collabo will morph Max Trax Studio Q into Studio Exclusives which will deliver exclusive performances by top Canadian artists on digital cable, online and on the radio. Archived sessions will be available on the Max Trax website (www.maxtrax.com) and will include performances by Tom Cochrane, Randy Bachman and Colin James. Currently Max Trax is pursuing sponsors for the Studio Exclusives initiative.
The Moontaxi deal, the only non-Corus family partnership, will see samples of each of the Max Trax channels on www.maxtrax.com, allowing non-digital cable customers to sample all of Max Trax’s channels. Moontaxi owns the Puretracks music download service.